Caryl Capeci Becomes President of Hearts On Fire

CEO Glenn Rothman will step down from the day-to-day

Caryl Capeci, pictured at right, who has been chief marketing officer for Hearts On Fire, is now the brand’s president.

In addition, chief financial officer Tom Carlo is now also taking on the role of chief operating officer.

Gilly Strauss, formerly HOF’s executive vice president of sales, will become president of Memoire, the brand HOF purchased in 2004.

Founder Glenn Rothman remains CEO, although he is stepping away from day-to-day management.

“Glenn is still very much involved,” Capeci says. “He is still CEO, and he still comes to the office every day. He coaches all of us. He is my mentor, he is my coach. He makes sure the DNA of Hearts On Fire is still there.”

Bill Anderson, formerly president and chief operating officer, will remain on the executive committee.

Meanwhile, under Chow Tai Fook, which bought the company last year, the brand continues to expand.

HOF diamonds will now be sold at Saks Fifth Avenue. Still, the brand will remain focused on servicing independents, Capeci says.

“Everyone sees that the Saks customer is a different customer than the independent customer,” she says. “The one thing that independents have said to me is we need more marketing and brand awareness. When Saks markets the brand in catalogs, that will make a difference.”

The company also has two retail stores in the United States, but it does not envision significantly growing that channel.

“We will not expand retail with the possible exception of one or two high-visibility markets that would lend themselves to brand building,” she says. “We might be interested if something turns up in Manhattan or Beverly Hills, but more from a brand-building perspective than a retail perspective.”

The company is introducing a new ad campaign that will air on digital channels such as Hulu Plus.

From Oct. 12 to 14, it held its regular Hearts On Fire University at the Wynn Las Vegas. This year’s edition was highlighted by a speech and Q and A session with Michael J. Fox, the actor and advocate for research for Parkinson’s disease. Other speakers included Erik Qualman, author of Socialnomics, as well as experts on marketing and millennial consumers.

It also bestowed awards on its retailers.

Grand Jewelers, St. Thomas, Virgin Islands, was named Rookie of the Year; James and Sons Fine Jewelers, Chicago, Midwest Retailer of the Year; Jewelry by Designs, Woodbridge, Va., Northeast Retailer of the Year; Saxon’s Fine Jewelers, Bend, Ore., West Retailer of the Year; Thomas Markle Jewelers, Houston, South Retailer of the Year; and Blue Diamond, San Juan, Puerto Rico, International Retailer of the Year.

Thomas Markle was also 2015’s overall Retailer of the Year winner.

Inducted into its Hall of Fame were Majesty Jewelers, St. Maarten, the Caribbean; Schiffman’s Jewelers, Greensboro, N.C.; and the Diamond Center of Wisconsin, Janesville, Wis.